Hitwise Launches Custom Reporting Service for Conversions

Online intelligence service Hitwise debuted Hitwise Conversions, a custom reporting service that measures how online users navigate Web sites.

Hitwise Conversions identifies user habits by looking at how specific sections are navigated on competitors' Web sites. It reports based on data points like promotional pages, shopping cart activity, registration page completion, loan application submissions, auction bids and user interaction within a specific channel of a site.

With this information, marketers can plan customized campaigns according to user preferences and purchase behavior.

The service will measure competing sites' conversion rates by reporting on search items, demographic profiles and traffic from upstream sites, said the New York-based company.

Travelocity is already using the service, according to Hitwise.